Self-efficacy, perceived ease of use, and perceived usefulness affected the attitude towards AI. The empirical results confirmed that perceived usefulness, ease of use, attitude, cost, and technology knowledge significantly affected behavioral intention. Data were collected from 336 respondents in Malaysia's tourism and hospitality industry using the questionnaire survey. This study examines the factors affecting the adoption of artificial intelligence (AI)-powered online services in the tourism and hospitality sector through an extension of the technology acceptance model (TAM) by including self-efficacy, subjective norms, technological knowledge, and perceived cost in the analysis. This study could help travel e-commerce firms to develop their mobile strategies effectively, especially in terms of their usability, which may ensure that their customers continue to use the mobile application. The results indicated that application utility and the user interface structure emerge as significant drivers for both outcomes. The collected data were analyzed using partial least square structural equation modeling (PLS-SEM) to test the hypotheses. The dataset was obtained through a survey of 248 users of an Indonesian mobile travel e-commerce application, Traveloka. To achieve this, this study utilized the mobile application usability, which we adapted to form an Indonesian version. Therefore, unlike the typical spotlight on general usability variables found in the prior literature, this study concentrated on investigating more specific usability factors that drive the continued intention to use and mobile application loyalty of a mobile travel e-commerce application. However, the literature has identified that a major determinant affecting customers' considerations to reject a mobile application is a deficiency of usability. The expeditious development of mobile applications has transformed how travel e-commerce firms enhance customer relationships to implement their business strategies successfully.
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